One of the central tenets of best-answer content is comprehensiveness. Your content needs to fully and artfully answer your buyers’ most burning questions. And as John Joyce and his team at Brennan Industries remind us, sometimes that requires going back to the basics.
It can be all too easy for B2B marketers and brands to get caught up in new trends, industry lingo, and the next big lofty concept in their niche. We grow conversant in these matters on a day-to-day basis. But to assume the same is true for all — or even a majority of — our audience is a mistake, and potentially a costly one.
In the latest entry of our Break Free B2B interview series, John shares how a content strategy rooted in educational content helped yield an 800% increase in leads for his company.